أثر إدارة خبرة الزبون على الميزة التنافسية دراسة تطبيقية على قطاع الاتصالات في فلسطين The Impact of Customer Experience Management on the Competitive Advantage: An Applied study in the Palestinian Telecommunications Sector

Abstract The Impact of Customer Experience Management on the Competitive Advantage: An Applied Study in the Palestinian Telecommunications Sector Prepared by: Khaled Abdelfattah Tawfiq Atieh Supervised by: Dr. Marzouq Ayed Al-Qeed Co-Supervisor: Dr. Marwan Abu E’rabi Date of discussion: 14 / 2 / 2018 Amman The present study aimed at identifying the impact of customer experience management on the competitive advantage in the telecommunications sector of Palestine. In order to achieve the study’s objectives, the researcher adopted a descriptive analytical approach. He also designed a questionnaire and distributed the questionnaire forms to the selected sample. The sample was selected through the stratified random sampling method and consists from 297 employees. The sample was selected from the employees working at the marketing and customer services departments of the telecommunication companies in Palestine. However, 282 questionnaire forms were retrieved and all of them are considered valid for statistical analysis. Thus, the response rate is 94 %. In order to analyze the study’s data and test its hypothesis, the researcher used descriptive statistical methods. He also conducted a simple regression and path analysis Several results were concluded. For instance, it was concluded that all the dimensions of the customer experience management have a statistically significant impact – at the statistical significance level (α≤ 0.05) - on the competitive advantage in the telecommunications sector of Palestine. It was concluded that customer experience management has a statistically significant impact – at the statistical significance level (α ≤ 0.05) - on the dimensions of customer relationship management in the telecommunications sector of Palestine. In addition, it was concluded that customer relationship management has a statistically significant impact – at the statistical significance level (α ≤ 0.05) - on the dimensions of the competitive advantage (cost, quality, flexibility, and spread) in the telecommunications sector of Palestine. It was also concluded that customer experience management has a statistically significant impact – at the statistical significance level (α ≤ 0.05) - on the dimensions of the competitive advantage (cost, quality, flexibility, and spread) in the telecommunications sector of Palestine mediated by customer relationship management. In the light of the study’s results, the researcher recommends several results. For instance, he recommends continuing the development and improvement of the methods used for collecting customer data. He also recommends continuing the development in the field of customer privacy because it is one of the most significant things that the affect the customer’s decision to deal with a specific organization. He also advises the Palestinian telecommunication companies to raise their customers’ awareness about the way of using electronic interaction tools which are one of the elements of the electronic customer relationship management. That should be done to keep track of the customers’ changing needs and retain them. Keywords: Customer experience management, customer relationship management, competitive advantage, the telecommunications sector in Palestine